The Complete Idiot's Guide

Growing Your Business With Google
By Dave Taylor

The Benefits of Increasing Your Visibility (Chapter 2)

In This Chapter
• The critical difference between traffic and customers
• How to build buzz
• How to maximize your PR and marketing dollars

If you spend any time around Internet aficionados, you've probably heard again and again why having a website is cool, but "cool" doesn't easily translate into the bottom line. Often missing from books on the subject is an explanation of why it's a good idea for your business to be online.

Let me relate the story of a current client and her web woes. She has a successful conference business and seeks to supplement her income by selling recordings from the conferences. She'd hired a web developer to build a site and while it offered some rudimentary information on the conferences and a conference registration form, it wasn't helping her business. Worse, because of how the site had been designed, you could search for her conferences in Google and never find them, which meant that potential conference attendees weren't able to find out about the event and register.

To solve this problem, we completely rethought her web and Internet presence to address the question of what she was trying to accomplish online and how to best achieve her goals. Her goals are probably quite similar to yours:

• Establish a better rapport with her existing customers
• Help new potential customers find her site
• Sell products[md]and her conference[md]to visitors
• Offer useful information resources to the community of which she's a visible member

A web designer or graphics firm would seek to achieve these goals by having an attractive, graphically complex site and paying for targeted advertisements on popular topical websites and portals.

But that's not how we solved this problem. Instead, we realized that a conference shouldn't be something that's created behind the scenes and then promoted in glossy brochures that can be downloaded by visitors, but rather a conference is an event that evolves and takes shape over quite a period of time. Now, as speakers are signed up and venues are selected, each news item becomes an update on the website, an online article online within the framework of her weblog.

This is the beginning of the second chapter of the book Growing Your Business With Google by Dave Taylor. There's lots more information online, but if you've read this much, you'll undoubtedly find the book of great value!


Category: Inside The Book   (Article #4344)
Comments

I found your Growing Your Business with Google to be a very useful book. Thank you!

Posted by: Brian R. at January 23, 2007 12:26 PM

I do have a comment, now that you mention it!









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Growing Your Business with Google
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What's your opinion of these blogs?
Crafting the Ideal Business Blog Comment Strategy
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Google Q&A
AdSense moving to video ads?
Should I integrate AdSense in my site design?
Does domain name affect search engine ranking?
Why don't I rank highly for all relevant searches?
Stuck in the Google sandbox or delisted?
Coming soon: Google Shopping?
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How to read Google AdSense reports
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Google AdSense adds "Advertise on this site"?
Exactly what does Google PageRank mean?
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Paid for SEO but I still have PageRank 0?

Growing Your Business
Welcome, Entrepreneur!
Join me in Chicago for the System Seminar and learn even more about Internet marketing
Learn about business writing with a free ebook
Announcing the Growing Your Business with Google workshop!
How to Get Started with Google AdSense
How quickly should companies respond to customer email?
LinkedIn + BusinessWeek poll = connection spam?
Tips for getting more traffic to your blog
Search Engine Friendly, or Easy Navigation?
The Table of Contents

Inside The Book
Foreword, by Guy Kawasaki
Introduction to the Book
Increasing Your Business Visibility (chapter 1)
The Benefits of Increasing Your Visibility (Chapter 2)
What Is Google Anyway? (Chapter 3)
Learning about Google Search (Chapter 4)
Disassembling the Google Search Engine (Chapter 5)
What's Your Core Business? (Chapter 6)
Living in an Online World (Chapter 7)
Your Business Website (Chapter 8)
Assessing Your Competitors (Chapter 9)
Keeping Track of Customers (Chapter 10)
The Basics of Building A Good Business Site (Chapter 11)
Developing Online and Offline Content (Chapter 12)
Stretching Your Marketing Dollars (Chapter 13)
Secrets of the Online Marketing Masters (Chapter 14)
Content, Content, Content! (Chapter 15)
Becoming a More Popular Site (Chapter 16)
Becoming an Online Expert (Chapter 17)
Advertising Your Business with Google AdWords (Chapter 18)
Making Money with Google AdSense (Chapter 19)
The Advantages of Affiliate Programs (Chapter 20)
Avoiding Dumb Online Promotional Mistakes (Chapter 21)
Growing and Expanding Your Content (Chapter 22)
The Future of Findability (Chapter 23)

Reviews and Testimonials
Falesa Adkins says...
Mark McGuinness says...
Holli says...
NetworkWorld's James Gaskin says...
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Andrew Sikorski says...
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Robin Stavisky says...
Skip Uldriks says...
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Robert Scoble says...
Chris Pirillo says...
Rajesh Setty says...
Brad Fallon says...
Bill French says...
Debbie Weil says...
Andy Mindel says...
Andrew Goodman says...
Initial "Growing Your Business with Google" Press Release

Search Engine News
Google Friends Newsletter, Sept 2008
Bill Gates: The Age of Software-Powered Communications
Google Friends Newsletter - April 2007
Beta announcement of Google AdSense Referrals
Enabling Secure Anywhere Access in a Connected World
Google Friends Newsletter
Google Launches Hosted Communications Services
AdWords now has fraud analysis accessible to advertisers
Google doesn't support click fraud. But isn't that obvious?
Welcome to Google's online payment system, Google Checkout
Google now offers Ad Scheduling for AdWords
AdSense click fraud done by robots?
AdSense: Google's Hidden Payroll
Fun new Google service: Movie info
Google agrees to pay $90 mln in click fraud suit
Latest news from Google: Google Friends Newsletter
Nofollow: Another salvo in the Spam Wars
Google Toolbar Gets Personal
Yahoo Search redesign scheduled?
Note from the Google AdSense Team
What's the future of Pay Per Click (PPC) advertising?
New Google AdWords Keyword System Released

Updates for Readers
Blogging for Search Engine Results
Why does advertising site Chitika audit commission payments?
Google Adsense Update: Section Targeting
Understanding "link:" results (book errata)

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